شناسایی ابعاد بازاریابی آینده نگر مبتنی بر نوآوری پایدار در صنعت فرش دستباف
محورهای موضوعی : مدیریت بازاریابی
مسعود كريمي مزرعه شاه
1
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فرخ تلو حسینی
2
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امیر عباس فرهمند
3
1 - دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران،
3 - استادیار، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران
کلید واژه: بازاریابی آینده‌نگر, نوآوری پایدار, صنعت فرش دستباف, توسعه پایدار,
چکیده مقاله :
مقدمه :صنعت فرش دستباف ایران به عنوان نمادی از فرهنگ و هنر ایرانی، در مواجهه با چالش‌هایی نظیر تحریم‌ها، رکود بازار و رقابت با محصولات ماشینی قرار دارد. بازاریابی آینده‌نگر مبتنی بر نوآوری پایدار، رویکردی کلیدی برای حفظ و توسعه این صنعت در بازارهای داخلی و جهانی می باشد.
هدف :هدف این پژوهش، شناسایی و مدل‌سازی بازاریابی آینده‌نگر مبتنی بر نوآوری پایدار در صنعت فرش دستباف ایران و بررسی شرایط علّی و زمینه‌ای مؤثر بر شکل‌گیری این مدل می باشد.
روش پژوهش: مطالعه کیفی با استفاده از روش تحلیل داده‌های کیفی و کدگذاری باز، محوری و انتخابی انجام شد. داده‌ها از طریق مصاحبه‌های عمیق با خبرگان صنعت و مرور منابع تخصصی گردآوری و تحلیل شدند.
یافته‌ها: شرایط علّی شامل فشارهای محیطی و اقتصادی، ضرورت نوآوری و پایداری، سیاست‌گذاری حمایتی و تحول رهبری می باشد که زمینه‌ساز شکل‌گیری بازاریابی آینده‌نگر مبتنی بر نوآوری پایدار می‌باشند. شرایط زمینه‌ای نیز شامل میراث فرهنگی و دانش بومی غنی، ساختار سنتی و خانوادگی تولید و شبکه‌های ارتباطی مستحکم می باشد که بستر مناسبی برای توسعه این مدل فراهم می‌کنند. پدیده اصلی پژوهش، مدل بازاریابی آینده‌نگر مبتنی بر نوآوری پایدار است که در چهار مؤلفه اصلی: شناسایی ابعاد مدل، ساختار سازمانی، شرح مأموریت و مسئولیت‌ها، و قابلیت‌های کارکنان بازاریابی تبیین شده می باشد. راهبردهای کلیدی شامل توسعه بازار، برندسازی و تاب‌آوری برند، نوآوری در محصول و فرآیند، بهره‌گیری از فناوری‌های نوین، شبکه‌سازی، آموزش و توانمندسازی، اقتصاد چرخشی و نوآوری مشارکتی می باشد. پیامدهای اجرای این مدل افزایش مزیت رقابتی، تاب‌آوری برند، تقاضا و فروش، پایداری اقتصادی و فرهنگی، ارتقاء کیفیت خدمات، توسعه شبکه‌های صنعتی و افزایش سهم بازار صادراتی می باشد.
نتیجه‌گیری: بازاریابی آینده‌نگر مبتنی بر نوآوری پایدار، با توجه به شرایط علّی و زمینه‌ای، چارچوبی جامع برای توسعه پایدار صنعت فرش دستباف ایران فراهم می‌کند. این مدل با ارتقاء تاب‌آوری برند، بهره‌گیری از فناوری‌های نوین و حفظ میراث فرهنگی، زمینه‌ساز رشد اقتصادی و توسعه بازارهای داخلی و بین‌المللی خواهد بود.
Introduction: The Iranian handmade carpet industry, as a symbol of Iranian culture and art, is facing challenges such as sanctions, market stagnation, and competition with machine products. Forward-looking marketing based on sustainable innovation is a key approach to maintaining and developing this industry in domestic and global markets.
Objective: The objective of this research is to identify and model forward-looking marketing based on sustainable innovation in the Iranian handmade carpet industry and to examine the causal and contextual conditions affecting the formation of this model.
Research Method: A qualitative study was conducted using qualitative data analysis and open, axial, and selective coding. Data were collected and analyzed through in-depth interviews with industry experts and a review of specialized sources.
Findings: Causal conditions include environmental and economic pressures, the necessity of innovation and sustainability, supportive policymaking, and leadership transformation, which pave the way for the formation of forward-looking marketing based on sustainable innovation. The background conditions also include rich cultural heritage and indigenous knowledge, traditional and family production structure, and strong communication networks, which provide a suitable platform for the development of this model. The main phenomenon of the research is the future-oriented marketing model based on sustainable innovation, which is explained in four main components: identifying the dimensions of the model, organizational structure, mission statement and responsibilities, and marketing staff capabilities. Key strategies include market development, branding and brand resilience, product and process innovation, utilization of new technologies, networking, training and empowerment, circular economy, and collaborative innovation. The consequences of implementing this model are increasing competitive advantage, brand resilience, demand and sales, economic and cultural sustainability, improving service quality, developing industrial networks, and increasing export market share.
Conclusion: Future-oriented marketing based on sustainable innovation, considering the causal and contextual conditions, provides a comprehensive framework for the sustainable development of the Iranian handmade carpet industry. This model will pave the way for economic growth and the development of domestic and international markets by promoting brand resilience, utilizing new technologies, and preserving cultural heritage.
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